Lecture 2Title: Email Marketing

Ebook: Chapter 7

By: Mr Hashem AlaidarosMKT 445

Objective• Email Marketing Definiation• Email Marketing Types• Getting Started:

1. Growing Database

2. Creative Execution

3. Integrate Campaign with Other Channels

4. Database Segmentation Technology

5. Deployment

6. Email Analytics

Advantages and Disadvantages of Email marketing

Email MarketingEmail marketing is a tool for customer relationship

management (CRM).Email marketing is a form of direct marketing which uses

electronic means to deliver commercial messages to an audience.

Email marketing is a tool for building relationships with both existing and potential customers.

It should maximise the retention and value of these customers, which should ultimately lead to greater profitability.

Cont.The power comes from the fact that it is:

Extremely cost effective due to a low cost per contactHighly targetedCustomisable on a mass scale

Email WaysThe ways which a company could make contact with

you:

1.Transaction emails: When you request a quote, submit a contact form or seek

financial advice there will be a number of emails you may receive.

Should you need to communicate with a brand, you will no doubt need to send an email back.

2.Newsletters: These are emails sent to provide information and keep

customers informed. It ensure that a customer is in regular contact with the brand.

Email TypesThere are two types of commercial emails:

1.Promotional emails: these are more direct and are geared at enticing the user to take an immediate action such as: Users make a purchase, Users download or sign up, Users request further information

2.Retention based emails: also referred to as newsletters, these may include promotional messages but should be focused on providing information of value to the user, geared at building a long-term relationship with the user

How is e-mail marketing used?

66%

48%

34%

28%

24%

8%

4%

0% 10% 20% 30% 40% 50% 60% 70%

Promotions&Discounts

Newsletter

Product releases

Advertising/Marketing

Alerts/reminders

Market Research

Other

Forrester Research

House List

Prospects

ESPAn email service provider (ESP) is a partner who can help

manage your email design and send. For bigger organisations it often makes sense to either

purchase your own software and server, or partner with one.

This is especially true if you are sending more than 50 emails at a time.

Most ESPs are do-ityourself services that do not manage or strategise your campaign, but will give you the tools you need to manage it yourself.

MailChimp (www.mailchimp.com): the tool provides tracking, support, functionality for managing subscriber lists and email templates.

Getting Started1. Growing Database

2. Creative Execution

3. Integrate Campaign with Other Channels

4. Database Segmentation Technology

5. Deployment

6. Email Analytics

Getting Started1. Growing Database: Growing this database, while keeping it targeted, is a key

factor in any email campaign. (Sign-up forms best practice See 7.4.3)

The database need only have one entry – the prospect’s email – but the following should also be considered:

• Name, surname and title

• Date permission granted

• Gender

• Country

• Telephone number

• Date of birth

• Frequency (how often they’d like to hear from you)

The more information… What do you think?

ProblemsNo disclosure of Use on sign-up pageFuture promotions not addresses

Getting Started2. Creative ExecutionText emails are the plain ones – text only.HTML emails are the emails with more complex

design. These emails can contain images, different fonts and hyperlinks. What are its disadvantages?

you should give your subscribers the choice of how they would like to view your email – in plain text or HTML.

Parts of an email (see 7.4.3) for exampleTemplate

The Right WayHTML defined,And asked

Design EmailHow likely users are to interact with email?Studies have found that users read through or scan

email following an F shape (Nielsen 2006). So, plan your important information to follow this flow.

Calls to Action can be hyperlinked text (also called text links), or can be images which look like buttons.

Refer to ebook for further tips.

MeasurementThe design should be tested to ensure that it

renders clearly in as many clients as possible. Emails can be tested for platform compatibility at:

www.sitevista.com/email.asp.What about emails in Mobile devices?Although sending two versions of your email is an

option (one for mobile, one for desktops) it’s probably not the best solution.

Best practice for designing emails for mobiles: refer ebook 7.4.3)

Getting Started3. Integrate Campaign with Other ChannelsEmail marketing and social media work very well

together for cross channel promotion. Where email can create a one-on-one feel between

a brand and an individual, Social Media can move that attention towards a sense of community and keep your reader involved in a dialogue.

Getting Started4. Database Segmentation TechnologySegmenting a database can allow for customisation

across demographics or purchase history. For example, you may choose to divide your

database according to gender or age.

Getting Started5. DeploymentWhich day is the best for sending emails?Email reputation is the general opinion of the Internet Service

Providers (ISPs) and subscribers towards a sender’s Internet Protocol (IP) address, sending domain, or both. This opinion is a reputation score created by an ISP or a third

party provider. If the sender’s score falls within the ISP’s thresholds, a sender’s

messages will be delivered to the inbox. If not, the sender’s emails may arrive in the bulk folder.

An email’s reputation score can be checked at www.senderscore.org.

How it work, and how to higher the score: refer to ebook 7.4.3

When to be email and spam?Spam is unsolicited bulk email – it means that the recipient

never gave permission to be sent that email (no relationship).

If the recipient has given permission to be sent marketing messages by email, then it is not spam.

Users give permission when they tick a box that says “Yes, please send me offers from your company by email”.

The email address can only be provided to another company if the user ticks a box that says “Yes, please send me offers from third parties selected by you by email.” Testing before deployment

When to be email and spam?Customer must select choiceConfirming email will be sentCustomer must verify their addition to list

Do you wish to receive our free monthly newsletter

Check here to receive additional valuable offers from selected sponsors & partners

Double opt-in adds a confirmation step into the subscription process. When an email address is entered into our subscription form, we will respond with a message to that email address. The potential subscriber must reply to that email in order to actually start receiving our newsletter.

Getting Started6. Email AnalyticsAs with all things digital marketing, tracking, analysing

and optimising is key to growth and success. Key measurables for understanding the performance of

email campaigns include:• Number of emails delivered.

• Number of unique emails opened.

• Unsubscribes. Why important?

• Pass on rate (forwards): by putting “forward to a friend” link

• Clickthrough rates and conversion.

Advantages of Email MarketingPermission-based email marketing can give the

highest return on investment of any marketing activities.

Technology allows mass customisation, allowing personalisation across a large list of subscribers.

When used to encourage relationships with a customer base, email marketing can go a long way to increasing the lifetime value of that customer.

Email marketing is highly measurable, and databases are able to be easily and thoroughly segmented.

Disadvantages of Email MarketingHowever, with the increasing numbers of companies

and individuals using email marketing, many consumers are email tired.

It requires cleverness and focus to maintain an email database and time after time deliver useful quality emails that will be read.

It does not take much for email to be marked as spam, and it can be difficult to recover from being branded as a spammer by the ISPs.

Important QuestionsWhat is meant by “mass customisation” and why is

this so beneficial?Why is it important for permission to be gained

before marketing by email to a prospect?Emails that are expected and recognised are more

likely to be read. How can a marketer use this knowledge to increase the readership of emails?